Presented by:
Noah Elkin
Principal Analyst
#eMwebinar
@noahelkin
O C T O B E R 2 7, 2 0 1 1
Mobile Advertising and Marketing—Key Trends and Benchmarks
Sponsored by:
Agenda
Setting the stage: Smart device and mobile web adoption
Marketer approaches to mobile marketing: Evolution, not revolution
Mobile advertising outlook: Spending growth ahead
Consumer outlook: Awareness and engagement on the rise
Q & A
Setting the Stage: Smart Device and Mobile Web Adoption
Smartphone adoption remains the driving force behind the expanding mobile advertising market
US smartphone ownership is growing more quickly among recent phone buyers
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Market momentum is solidly in Android’s favor…
…in what is fast becoming a two-horse race
Driven by the US market, demand for tablets continues to be feverish
Mobile and web are becoming more synonymous…
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…as internet access from mobile devices expands
High-value activities predominate among smartphone owners
Tablet users likewise display a prevalence for engaging with web media and content
Marketer Approaches to Mobile Marketing: Evolution, Not Revolution
Mobile advertising is now more the norm than the exception
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Marketers see mobile as a key mechanism for engaging their audience at every stage of the purchase funnel
Marketers employ a range of mobile tactics to achieve their goals…
…including a variety of ad formats
Android is catching up but iOS devices still generate more marketer interest
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Bigger companies allocate more dollars for mobile
Average expected change in mobile marketing budgets in 2011
35%Source: Jumptap/DIGIDAY “Mobile State of the Industry Survey,” Sept 2011
More marketers are taking an integrated approach to mobile
But the extent of integration varies by industry
Marketers cite a common set of benefits and challenges with mobile advertising
Mobile Advertising Outlook: Spending Growth Ahead
eMarketer’s latest forecast is higher for 2011 and beyond
Growth in mobile advertising is strong across the board…
…but search and display are emerging as the dominant mobile ad formats
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More marketers are trying to capitalize on local intent
Shift in spending shares reflects changing marketer priorities
Growth in mobile search has other strategic and tactical implications
Increased focus on display and rich media is evident in marketer surveys
Smart devices account for the majority of mobile display ad requests
Tablet users consume the largest share of mobile video ads
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Ad effectiveness is an important driver behind mobile display ad adoption
Consumer Outlook: Awareness and Engagement on the Rise
Smartphone owners are more likely than feature phone users to see and respond to mobile ads
Tablet users have a generally positive attitude toward ads
Awareness of mobile ads is highest among younger smartphone users
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Smartphone users are most likely to notice search and in-app display ads
Mobile ads are leading to consumer engagement
Ads that connect with users during specific activities correlate with higher engagement rates
Other mobile marketing approaches can also drive engagement and conversion
Bottom line: Mobile can play a key role at every stage of the purchase funnel
Rising smart device and mobile web adoption signal new imperatives for marketers. Marketers need to look toward the day when the mobile web is no longer a sideshow but a main event.
Mobile marketing is no longer a question of “if” but of “when.” Expect to see mobile continue to emerge as less of an afterthought and more of a permanent fixture in marketers’ digital strategies.
Mobile advertising is following a similar evolution as the desktop. Search and display are emerging as the dominant mobile ad formats. The outlook for mobile ad spending overall is trending sharply upward.
The future of mobile is all about sophistication. More capable devices, faster networks, savvier mobile consumers and richer experiences lie ahead. Marketers’ strategies must evolve in line with the growing sophistication of mobile devices and consumers’ usage patterns.
Key takeaways
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Mobile Advertising and Marketing—Key Trends and Benchmarks
Questions & AnswersRegistrants will receive an email tomorrow that includes a link to view the deck and webinar recording.
For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions.
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Presented by:Noah ElkinPrincipal Analyst, eMarketer, Inc.
Twitter Hashtag: #eMwebinar
Sponsored by:
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